Bad Habits

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Cigarettes, alcohol, candy. If something's bad for you, then you have to stop doing it, end of story—right? It's actually more subtle than that: You've got to understand your vice before you can kick it.

Dan Heath is a senior fellow at Duke University's CASE Center, and his brother, Chip Heath, is a professor at Stanford University's Graduate School of Business. They are the authors ofSwitch: How to Change Things When Change Is Hard (Broadway Business).*